Report on Fast Food in Major Cities

Transcription

1 Report on Fast Food in Major Cities Data collection timing: 06 th 09 th January 2014 Based on Nusaresearch s panelist Report date: February 2014 Creator: Nusaresearch team

2 A. Executive summary [1] When need a simple food, respondents usually consume fast food Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when someone invites are followed (55.2% and 46.8%). [2]Respondents mostly consume fast food at 12-3 pm (in Weekday) and at 6-10 pm (in Weekend) Mostly, the respondent usually consuming fast food at 12-3 pm (in Weekday) and at 6-10 pm (in Weekend), which respectively account for 38.7% and 39.1%. [3] The price of fast food that bought in the last time (per person) between Rp 30,001 Rp 50, % of 297 respondents boughtfast food (per person) between Rp 30,001 Rp 50,000in the last time.

3 A. Executive summary [4] KFC is leading fast food market In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total Awareness. The following brands are Mc Donald s and Pizza Hut. [5] Most respondents intend to buy KFC, Mc Donald s, Pizza Hut, and Hoka Hoka Bento in the future KFC, Mc Donald s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents. [6] Price is chosen by most respondents as factor they considered to evaluate the quality of fast food restaurant From 297 respondents, 82.8% considered the price to evaluate the quality of fast food restaurant they visit more often. Then the second and third factors are services and furniture, which respectively account for 81.1% and 67.3%.

4 B. Research information Research method : Quantitative research (Online Survey) Data collection : 06 th 09 th January 2014 Sample size : 297 Research area : Jakarta, Bandung, Medan, Surabaya, Makassar (Indonesia) Target : Male & Female aged 17 years old and over, monthly household income Rp 3,000,001 and over, and mostly bought fast food at fast food restaurant / outlets. Research objectives : To explore the fast food habits in the major cities and investigating the extent of consumer preference for fast food brands which available in Indonesia. Sampling method : Internet Sampling (Nusaresearch panel)

5 C. Research findings Part 1. Respondents fast food consumption habits Part 2. Awareness of fast food

6 1. Frequency of consuming fast food Consuming fast food in 2 3 times / month Most respondents consume fast food 2 3 times / month (33.0%), followed by 3 6 times / week and once a week which respectively account for 27.6% and 25.9%. [Figure 1] Frequency of consuming fast food Everyday 3-6 times / weeks Once a week 2-3 times / month Once a time / month Once a time / 2-3 months Q. How often do you consume fast food? [SA] Based n=297 Unit : %

7 2. Moments while consuming fast food When need a simple food, respondents usually consume fast food Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when someone invites are followed (55.2% and 46.8%). [Figure 2] Moments while consuming fast food Need simple food In the weekend When someone invites 46.8 When crave 42.4 There's no much time to eat After get the salary There's no another choice 30.6 In other occasion / big celebration 25.6 Others 0.7 Q. What moment you usually eat fast food? [MA] Based n=297 Unit : %

8 3. Timing of consuming fast food Respondents mostly consume fast food at 12-3 pm (in Weekday) and at 6-10 pm (in Weekend) Mostly, the respondent usually consuming fast food at 12-3 pm (in Weekday) and at 6-10 pm (in Weekend), which respectively account for 38.7% and 39.1%. [Figure 3] Timing of consuming fast food Weekday Weekend 5 am - 8 am am - 8 am am - 12 am am - 12 am pm - 3 pm pm - 3 pm pm - 6 pm pm - 6 pm pm - 10 pm pm - 10 pm pm - 12 pm pm - 12 pm 1.7 I don't know / I don't remember 6.7 I don't know / I don't remember 4.0 Q. When you mostly often eat fast food? [Matrix SA] Based n=297 Unit : %

9 4. People who usually accompany while consuming fast food 77.4% accompanied by boy/girl-friend or spouse Boy/girl-friend or spouse usually accompany the respondent while consuming fast food (77.4%). Followed by friend (57.2%), and children (48.5%). [Figure 4] People who usually accompany while consuming fast food Boy/girl-friend / Spouse Friend Children Sibling Only my self Parent Relatives Colleague Q. Who you usually eat fast food with? [MA] Based n=297 Unit : %

10 5. Expenditure for consuming fast food The price of fast food that bought in the last time (per person) between Rp 30,001 Rp 50, % of 297 respondents bought fast food (per person) between Rp 30,001 Rp 50,000 in the last time. [Figure 5] Expenditure for consuming fast food Less than Rp 30,000 Rp 30,001 - Rp 50,000 Rp 50,001 - Rp 70,000 Rp 70,001 - Rp 90,000 Rp 90,001 - Rp 110,000 Rp 110,001 - Rp 150,000 More than Rp 150,000 Q. On average, how much do you spent to eat fast food for the last time (per person)? [SA] Based n=297 Unit : %

11 6. Interest level of fast food quality product Easy to order food make respondents interested with fast food Mostly respondents interested with easy to order food, easy to find the location, and fast serve. [Figure 6] Interest level of fast food quality product Spicy Good taste Many snacks & drinks Delici ous food High qualit y food High qualif y food A lot of main dishes Good appea rance / decor ating food beauti fully Uniqu e proce ssing formu la Hygie nic Popul arly brand (Wellknow n servic e) Many advert ising (news paper, TV, etc.) Easy to find infor matio n about the shop Many prom otion progra ms Disco unt when buy more Gift/c ombo when purch asing fast food Price match Locate d downt own Lots of branc hes The locati on is easy to find and conve nient Cool space Spacio us in the outlet Good Profes design sional interio servic r e Uninterested Neutral Interested Interested Neutral Uninterested Fast serve Provid e additi onal servic es (onlin e order, delive ry, drive thru) Orderi ng food is easy / simple Q. How interest you with fast food's quality product? [Matrix SA] Based n=297 Unit : %

12 C. Research findings Part 1. Respondents fast food consumption habits Part 2. Awareness of fast food

13 1. Awareness of fast food KFC is leading fast food market In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total Awareness. The following brands are Mc Donald s and Pizza Hut. 10 [Figure 1] Awareness of fast food KFC McDo nald's Pizza Hut Hoka Hoka Bento A&W Burger King CFC Texas Chicke n Domin Fatbur Wend o's ger y's Pizza Yoshin Lotteri oya a Q. When you hear about brands of fast food in Indonesia, what brands do you remember? [FA] Based n=297 Q. What brands of fast food that you know from the list below? [Including the brands you mentioned] [MA] Based n=297 Unit : % 4Finge rs Crispy Chicke n Carl's Jr. Bleng er Burger Richee se Factor y de Crunc h Factor y Omo! Doner Chicke Kebab n Dunki n' Other Donut s s Total Awareness TOM Spontanious

14 2. Trial Brands & Brands Consumed in The Last 3 Months KFC gains the highest percentage of 97.6% From 297 respondents, mostly have consumed KFC (97.6%). And 83.2% of surveyed people have consumed KFC in the last 3 months. [Figure 2] Trial brands & brands consumed in the last 3 months KFC Pizza Hut McD onald 's Hoka Hoka A&W Bent o Domi no's Pizza Dunk in' Donu ts Burg er King Q. Amongst brand of fast food you know, what brands you have consumed? [MA] Based n=297 Q. Amongst brand of fast food you have consumed, what brands you have consume in recent 3 months? [MA] Based n=297 Unit : % Texas Chick en CFC Lotte ria Yoshi noya Wen dy's Bleng er Burg er Done r Keba b Riche ese Facto ry Omo! Chick en Carl's Fatbu Jr. rger de Crun ch Facto ry 4Fing ers Crisp Othe y rs Chick en Trial Brands Brands consumed in the last 3 months

15 3. Latest brand bought & Brand most often consumed KFC gains the highest percentage of 97.6% The percentage of consuming KFC in the last time is 38.7% of respondents. And 51.5% of respondents choose KFC as the brand they consumed most often. [Figure 3] Latest brand bought & brand most often consume Unit : % KFC Pizza Hut McDonald's Hoka Hoka Bento A&W Domino's Pizza Dunkin' Donuts Burger King Texas Chicken CFC Lotteria Yoshinoya Wendy's Blenger Burger Doner Kebab Richeese Factory Omo! Chicken Carl's Jr. Fatburger de Crunch Factory 4Fingers Crispy Chicken Others Q. Amongst brand of fast food you have consumed, what brands you have consume in the last time? [SA] Based n=297 Q. Amongst brand of fast food you have consumed in recent 3 months, what is the brand you consume most often? [SA] Based n=297

16 4. Intention level to buy fast food brands in the future Most respondents intend to buy KFC, Mc Donald s, Pizza Hut, and Hoka Hoka Bento in the future KFC, Mc Donald s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents. 10 [Figure 4] Intention level KFC (n=290) A&W Lotteria (n=225) (n=47) McDon ald's (n=268) Pizza Hut (n=265) Burger King (n=153) Dunkin' Donuts (n=235) Domino 's Pizza (n=100) Hoka Hoka Bento (n=228) Yoshino ya (n=63) Texas Chicken (n=161) Q. Please let us know your intention towards to buy the brands of fast food in the future? [Matrix SA] Based n=297 Unit : % CFC (n=168) Richees e Factory (n=36) Blenger Burger (n=67) Omo! Chicken (n=2) Carl's Jr. (n=15) Doner Kebab (n=53) Wendy' Fatburg s er (n=9) (n=131) de Crunch Factory (n=1) 4Finger s Crispy Others Chicken (n=7) (n=14) Not will buy Neutral Will buy Will buy Neutral Not will buy

17 5. Factors are considered to evaluate the quality of fast food restaurant Price is chosen by most respondents as factor they considered to evaluate the quality of fast food restaurant From 297 respondents, 82.8% considered the price to evaluate the quality of fast food restaurant they visit more often. Then the second and third factors are services and furniture, which respectively account for 81.1% and 67.3%. [Figure 5] Respondents Intention Level Price Services Furniture Promo activity 54.2 Sanitation Amount of food per portion Varied menu Smell of food Same taste in every outlet Spacious in the restaurant 13.1 Noisy 2.0 Additional services (online order, delivery order, drive thru) Others Q. What factors do you consider to evaluate the quality of fast food restaurant you visit more often? [MA] Based n=297 Unit : %

18 D. Respondent information Gender Monthly Household Income Male 51.2 Female Rp 3,000,001 - Rp 4,000,000 Rp 4,000,001 - Rp 5,000,000 Rp 5,000,001 - Rp 6,000,000 Rp 6,000,001 - Rp 7,000,000 Rp 7,000,001 - Rp 8,000,000 Rp 8,000,001 - Rp 9,000,000 Rp 9,000,001 - Rp 10,000,000 More than Rp 10,000, Age Living Place Jakarta Surabaya Medan Bandung Under 30 years old 30 years old and over Makassar Based n = 297 Unit : %

19 PT. Nusaresearch is 100% Japanese invested. Our main professions are Online market research, Web creative and Web marketing. Online research is conducted based on Nusaresearch our actively managed over 88,000 members panel with various segmentations across Indonesia. FOR FURTHER INQUIRIES, PLEASE CONTACT: PT. Nusaresearch» Address: 21H, Grand Slipi Tower, Jl. S. Parman Kav , Slipi, Jakarta Barat 11480, Jakarta, Indonesia» Office phone: Fax: » Website: The copyright of this report belongs to PT. Nusaresearch. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch (also include its website address